TY - JOUR
T1 - Building understanding of the domain of consumer vulnerability
AU - Baker, Stacey Menzel
AU - Gentry, James W.
AU - Rittenburg, Terri L.
PY - 2005/12
Y1 - 2005/12
N2 - Consumer vulnerability is a sometimes misunderstood or misused concept that is equated erroneously with demographic characteristics, stigmatization, consumer protection, unmet needs, discrimination, or disadvantage. This article seeks to clarify the boundaries for what is and what is not consumer vulnerability. By explicating the key themes of consumer vulnerability from previous studies in the consumer research and marketing literatures, the authors build a definition and model to explain that consumer vulnerability is multidimensional, context specific, and does not have to be enduring. The authors clarify that multiple and simultaneous internal and external factors contribute to consumer experiences of vulnerability. They conclude by proposing some ways the consumer-driven definition of consumer vulnerability can be implemented into research and policy decisions. Most important, their implementation focuses on treating consumers as they wish to be treated, not as well-meaning others think they should be treated, and on directing policy toward facilitating individual empowerment.
AB - Consumer vulnerability is a sometimes misunderstood or misused concept that is equated erroneously with demographic characteristics, stigmatization, consumer protection, unmet needs, discrimination, or disadvantage. This article seeks to clarify the boundaries for what is and what is not consumer vulnerability. By explicating the key themes of consumer vulnerability from previous studies in the consumer research and marketing literatures, the authors build a definition and model to explain that consumer vulnerability is multidimensional, context specific, and does not have to be enduring. The authors clarify that multiple and simultaneous internal and external factors contribute to consumer experiences of vulnerability. They conclude by proposing some ways the consumer-driven definition of consumer vulnerability can be implemented into research and policy decisions. Most important, their implementation focuses on treating consumers as they wish to be treated, not as well-meaning others think they should be treated, and on directing policy toward facilitating individual empowerment.
KW - Consumer protection
KW - Consumer vulnerability
KW - Consumer welfare
KW - Control
KW - Public policy and marketing
KW - Self-concept
UR - http://www.scopus.com/inward/record.url?scp=28044441363&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=28044441363&partnerID=8YFLogxK
U2 - 10.1177/0276146705280622
DO - 10.1177/0276146705280622
M3 - Article
AN - SCOPUS:28044441363
VL - 25
SP - 128
EP - 139
JO - Journal of Macromarketing
JF - Journal of Macromarketing
SN - 0276-1467
IS - 2
ER -